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Level 4 Diploma in Tourism and Hospitality Management

Contemporary Trends in Consumer Behaviour

THM403 · Services Marketing in Tourism and Hospitality — Week 7 of 16

CourseTHM403
Week7 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Contemporary Trends in Consumer Behaviour

  1. Rise of bleisure travel
  2. Demand for eco-tourism and sustainability
  3. Hyper-personalisation
  4. Shifting generational travel preferences
  5. Eco-Chic - Sustainability in the Luxury Sector

What you will be able to do

  • 3.2 Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.

Activity

Start with this week’s video, then: Seminar, guided reading and a short written task: analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.

Study materials

Videos

  • Eco-Chic - Sustainability in the Luxury Sector · YouTube · London Business School · 13 min · for registered students
  • The growth and importance of experiential travel in tourism · YouTube · Dr Hayley Stainton | Tourism Teacher · 55 min · for registered students

Further resources

  • OECD Tourism Trends and Policies 2024, ch. 1: Tourism Trends and Policies · PDF · Oecd, report; pp. 16–46 · for registered students
  • Tourism: The International Business (Mill, 2010), ch. 12: Future trends · PDF · Other, textbook chapter; pp. 287–297 · for registered students
  • Transition Pathway for Tourism: taking stock of progress by 2023 (European Commission, 2024) · PDF · Eu, report · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 6Midterm
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Fundamentals of Services Marketing
  • Week 2: Services Marketing Approaches and Operational Activities
  • Week 3: Digital Communications and Social Media Strategy
  • Week 4: The Extended Marketing Mix Framework
  • Week 5: The 9P Model and Practical Business Analysis
  • Week 6: Theories of Consumer Behaviour
  • Week 7: Contemporary Trends in Consumer Behaviour
  • Midterm: Midterm evaluation
  • Week 9: Organisational Adaptation to Market Changes
  • Week 10: Principles of Excellent Customer Service
  • Week 11: Complaint Management and Service Recovery
  • Week 12: Applying Services Marketing in Tourism and Hospitality in p…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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